Mike's Hard Lemonade Gets Poetic in Quirky Rhyming Ads From Grey

IDEA: Alcohol ads aren't usually very poetic, but Grey's new work for Mike's Hard Lemonade is literally so—if heavy on the doggerel. The alcopop is evolving its positioning from an occasional alternative to beer (as seen in last year's "Always different. Always refreshing" campaign) to a drink that's good anytime. "Perhaps we can get beyond the idea that it's only cool to bring Mike's to a picnic or pool party or backyard barbecue," said Grey creative director Brian Platt.